Tata Play has announced a strategic partnership with Salesforce to enhance customer experience through AI-driven solutions. The collaboration aims to unify customer data and personalize content recommendations across Tata Play’s Direct-to-Home (DTH) and over-the-top (OTT) platforms, offering a seamless and tailored viewing experience.

With Salesforce’s AI-powered solutions, Tata Play intends to refine customer engagement by analyzing viewership patterns, user interactions, and subscription details. The integration of Salesforce Data Cloud, Marketing and Personalization tools, and Tableau will enable Tata Play to offer targeted recommendations, optimize marketing campaigns, and enhance cross-selling opportunities. By leveraging AI and data analytics, the company aims to provide personalized experiences while ensuring user preferences remain uninterrupted.

Harit Nagpal, Managing Director & CEO of Tata Play, underscored the significance of AI in transforming customer engagement. “AI and data analytics allow us to create hyper-personalized experiences without disrupting user preferences,” he said, emphasizing the company’s commitment to innovation and customer satisfaction.

Salesforce continues to expand its AI-driven customer engagement tools across various industries, including the media sector. Its AI-powered solutions, such as Agentforce, leverage automation to streamline business operations and drive efficiencies. Arundhati Bhattacharya, Chairperson & CEO of Salesforce India, highlighted the impact of this partnership, stating, “Our collaboration with Tata Play will set a benchmark for AI-driven personalization in the media industry.”

Tata Play’s adoption of AI aligns with its broader digital transformation strategy. By integrating Salesforce’s advanced AI and analytics tools, the company seeks to refine content delivery, improve customer retention rates, and elevate user satisfaction in an increasingly competitive streaming and DTH landscape.